Content Analysis Of Advertisements Research Articles

Media Coverage, Advertising, and Electoral Volatility: The Crucial Role of Party Competence

ABSTRACT This paper aims to clarify the mechanism linking media coverage and advertising to electoral volatility. It is argued that the link is indirect rather than direct: Parties’ communication affects electoral volatility because it alters citizens’ perceptions of party competence. In addition, it examines differences between communication channels – media coverage and advertising – and between individuals. Three data sources on Switzerland are used to test these relationships: an individual rolling cross-section panel data, a media content analysis, and an advertisement content analysis. Mediation models show that the visibility of parties on issues influences perceptions of competence and thereby helps parties to attract new voters and reinforce their core voters. Furthermore, ads seem to have a stronger effect than media coverage in reinforcing people’s opinions. Finally, and in line with motivated reasoning, citizens without partisan ties are more sensitive to campaign information than party identifiers.

Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising

The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what type of masculine character to focus on and whether advertisers‘ offered version of masculinity is in alignment with consumer preferences. Methods included qualitative video content analysis of advertisements centered around masculinity and quantitative research methods such as survey research and A/B testing of younger consumer segments such as Generation Z and millennials. The empirical results were analyzed using the SPSS 23 statistical software program. The research found that in traditional masculinity advertisements, consumers appreciate characters that are rebellious rule breakers who are influential and stubborn but also visionary, seductive, and playful. In modern masculinity advertisements, consumers prefer a character who is caring, compassionate, generous, romantic, warm, and intelligent. Research also showed that there is a disconnect between what advertisers offer to consumers and what consumers give their preference for when it comes to masculinity in advertising and that there are statistically significant differences between men’s and women’s preferences for masculinity’s depiction in advertising.

Generation Z’s and Millennials’ Perception of Masculinity in Advertising: a Challenge for Advertisers

Purpose of the article: To explore Genneration Z’s and millennials’ perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus on and whether advertisers’ offered version of masculinity is in alignment with consumer preferences.Methodology/methods: Methods included qualitative video content analysis of advertisements centred around masculinity and quantitative research methods such as survey research and A/B testing of younger consumer segments such as Generation Z and millennials. The empirical results were analysed using the SPSS 23 statistical software.Scientific aim: To see whether social construction and social identity theory can help advertisers and researchers understand consumers’ ever-changing perceptions of masculinity. In addition, the research aims to test the essence of congruity theory suggesting that consumers prefer content (advertisement) that aligns with individuals’ preconceived notions.Findings: The survey results showed that Latvian Generation Z and millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people who say that they do not like the way masculinity is depicted in advertising, 49.7% of them say that depictions of masculinity in advertising affect their buying decisions. A/B test results showed that consumers give preference to competitiveness as a traditionally masculine characteristic, while heavily preferring the display of affection and love and depicting masculinity less stereotypically in modern masculinity advertisements.Conclusions: Advertisers mainly focus on traditional masculinity as it is the most common masculinity type used in popular advertising in the last decade. On the other hand, consumers tend to approve of modern masculinity in advertising, with women approving of modern masculinity in far more convincing numbers than men. There is a statistically significant difference in men’s and women’s preferences when it comes to depictions of masculinity in advertising.

Selling ‘cool’: The role of marketing in normalizing domestic air-conditioning in Jordan

Use of air-conditioners (ACs) is predicted to rise globally. However, there remains a gap in understanding the role of media and emotions in normalizing AC. Guided by the social practice theory, this study investigates escalating use of ACs in Jordan, drawing on statistical data, advertisement content analysis, and expert interviews. From the marketing analysis, three periods were identified: seeding the need through prescriptions of ‘distinction’ (1971–1991), glamorizing the need prescribing ‘the good life’ (1992–2015), and need taking root with prescriptions of ‘normality’ (2016-present). Initially, AC was connoted with modernity, aesthetic taste, and luxury, embraced by affluent homeowners who shared similar aspirations with contracted newly trained architects. Prescriptions that followed deployed a wider range of emotions (family, safety, happiness, fear, envy) targeting the middle-class, with twice the ad exposure and 13-fold increase in AC uptake by 2013 compared to 1991. It is during this period that new rules, norms, and meanings around AC arguably took hold, co-evolving with the diffusion of new housing typologies and urban densification in Amman. Post 2016, drastic drop in AC advertising suggests that domestic AC has become collectively internalized in Jordan, supported by prescriptions of ‘normality’, with reduced use of positive emotions in marketing, and the demand driven by supply rather than necessity. The paper contributes to the emerging interest in understanding the role of emotions in reproducing (un)sustainable practices and recommends limiting emotional prescriptions mobilized by media, especially in countries with low AC uptake.

Gender Representation in TV Advertising for Children: Children’s perceptions and advertising literacy

Children are becoming consumers at increasingly younger age and are more influential in consumption decisions within the family. Television still is one of the main ways they are exposed to advertising. Our study focuses on gender stereotypes on TV advertisements for children and combines a content analysis of advertisements and focus groups with children between 7 and 12 years old. Our findings show that, during a period of 3 months, about 75% of TV advertisements for children contain gender stereotypes. In addition, children are able to recognize such stereotypes, and in general do not identify or agree with the way each gender is portrayed. Finally, children display good levels of advertising literacy, as they are able to recognize the intentions of the brands in the commercials.

Tradition–Technology Wedlock: The Paradoxical Modernisation of Matrimony

The advent of online matrimony ushered in a new era of matchmaking in the wake of globalisation. This paper aims to examine the impact of globalisation on Hindu–Bengali matrimony. The study attempts to find out the impact of online matrimony on marriages in Kolkata. On the basis of personal interviews and content analysis of advertisements in newspapers and online matrimonial websites, the study shows the impact of globalisation on the institution of marriage. The paper argues that globalisation has not made potential changes in the process of selection of prospective brides and grooms. The newspapers and online portals function as the twin matchmakers in contemporary Kolkata, with little difference from the way traditional matchmakers used to work. The paper examines the fate and impact of technology when introduced in deeply entrenched traditional social institutions. The increase in the pool of selection of mates has reinforced patriarchal ties with globalisation adjusting itself in a tradition-bound society, putting tradition and technology in a curious and cumbersome paradox.

Food and Beverage Marketing to Children on YouTube: An Advertisement Content Analysis and Nutritional Comparison

Food and Beverage Marketing to Children on YouTube: An Advertisement Content Analysis and Nutritional Comparison

Combating tourism crisis following terror attacks: image repair strategies for European destinations since 2014

ABSTRACT Researchers to date have presented strategies and theoretical models built mainly on the efforts of destinations in the developing world to recover from tourism crises following terror attacks. As terrorism has expanded to Europe after 2014, it is interesting to analyze the strategies used by European officials to repair their destinations’ images. To date, only several studies have been written about the subject, and those were primarily analyzes of specific case studies. Therefore, a multi-case study is needed. Using a qualitative content analysis of advertisements, websites, media reports, digital marketing and ‘the multi-step model for altering place image,’ the study examines strategies used to bring back tourists after 89 terror attacks by European destinations between the years 2014-2019. The analysis reveals a major use of message strategies (‘business as usual’, crisis mitigation, initiating events and new attractions, image expansion, and encouragement of film production). The study also reveals a minor use of source strategies (physical threats of news people or media blockage) and audience strategies as well (new audience expansion, emphasis of similar values).

Advertising Agricultural Biotechnology: Metaphors and Controversial Products

Developments in biotechnology have had a huge impact on agriculture in the past century. Despite reassurances from some experts and agriculture biotechnology manufacturers, a number of groups fear the benefits in productivity do not outweigh the potential threats to health and the environment. This research presents a content analysis of advertisements for agricultural biotechnology products targeted to farmers, focusing on the conceptual metaphors appearing in the ads. Our results suggest that ads for products high in perceived risk are more likely to have a high degree of metaphor presence than to be literal. We find that ads for seeds have higher metaphor presence as the level of genetic modification of the seeds increases and that the product type is significantly related to the conceptual metaphor appearing in the ad. Ads for pesticides were most likely to present agricultural biotechnology in terms of war.

I dentifying Core Competencies for Records Management and Information Governance Professionals: A Job Advertisement A nalysis

Records and information management (RIM) has been well needed in both public and private sectors for decades. The recent progression toward enterprise wide information governance (IG) provides a good example of RIM's fast-pacedevolution. However, what should those being hired for a RIM/IG position know? What other qualities should they bring to the job in order to survive and thrive? Unfortunately, there is a dearth of empirical research that addresses these concerns. This proposed poster will report an on-going project that aims to identify core competencies for this group of informationprofessionals by using a job advertisement content analysis approach.

The Visibility of Saudi Celebrities in Media Advertisements: A Content Analysis of Celebrity Endorsements in Traditional and New Media Advertisements

Given the scant literature on the use of celebrity endorsements in advertisements targeting Middle East markets such as Saudi Arabia, this study is aimed at contributing knowledge through investigating the extent to which advertising agencies use this strategy to attract Saudi consumers. A qualitative content analysis of advertisements appearing in traditional print and visual media and on YouTube is conducted. Interestingly, the results show that none of the advertisements in traditional printed media utilize endorsements from Saudi celebrities. While a few Saudi celebrity endorsers appear in television and YouTube commercials, none is portrayed as an expert in the products advertised. In contrast, many embedded endorsements appear in YouTube shows targeting Saudi youths, and the celebrities in these shows are often YouTubers themselves. All three types of endorsements (explicit, implicit, and co-present) are used by these YouTubers, and they are all one-sided endorsements.

Looking westwards: Men in transnational men’s magazine advertising in India

This study examines advertising content of four top-selling Indian editions of transnational men’s lifestyle magazines ( Men’s Health India, GQ India, FHM India and Maxim India) to understand how it constructs masculinity for upper-class urban Indian men. Through content analysis of advertisements, the study finds greater presence of international brands and Caucasian models than domestic Indian brands and Indian models. Male models often appear alone and in decorative roles as opposed to professional roles. The study discusses the emergence of class-based glocal masculinity that helps assimilate upper-class Indian men into the global consumer base through shared ideals, goals and values.

What Are They Really Selling? A Content Analysis of Advertisements During Religious Television Programming

ABSTRACTThis study quantitatively analyzed the content of television commercials aired during religious programs to determine the categories of products being promoted and the primary method used by advertisers to appeal to highly religious consumers. Medical- and life-related products are the largest category. Fear-related appeals occurred in the advertisements at the high rate of 81%. The results suggested that marketers attempt to appeal to Christian fundamentalist viewers with fears, anxieties and doubts.

Content analysis of vacancy advertisements for employability skills: Challenges and opportunities for informing curriculum development

The process of curriculum development can be informed by seeking the views of stakeholders, including employers, academics, students and recent graduates, about the skills, attributes and personal characteristics required by various professions. The views of several stakeholders may also be compared to help ensure reliability of results and identify areas of agreement or variance. However, there are documented limitations regarding the perceptions of academics and students of employability skills, and also problems with employers’ and recent graduates’ views. Another approach to identifying the skills required in various professions is content analysis of job vacancy advertisements. Content analysis of advertisements is a versatile way of identifying current skills required by various professions, and allows comparison across countries and over time to identify trends. Yet there is little evidence to suggest that this information is used to inform curriculum development. This paper presents a qualitative integrative review of studies looking at employability skills (ES) through the use of content analysis of job vacancy advertisements. Here ES are equated with essential requirements stated in vacancy advertisements. ES is the term adopted in Australia by DEST (2002) to define skills required to both secure employment and progress in an organisation. The Critical Appraisal Skills Programme (2014) checklist for qualitative research was used in this integrative review of 40 studies. The range of application, research methods used and findings are discussed in this paper, as are the advantages and challenges associated with analysing job vacancy advertisements as a method of identifying employability skills (ES) required by employers.

The taste for the particular: A logic of discernment in an age of omnivorousness

This article provides an analysis of two leading specialist wine magazines, Decanter and Wine Spectator, and the codification and legitimation of a ‘taste for the particular’. Such media of connoisseurship are key institutions of evaluation and legitimation in an age of omnivorousness, but are often overlooked in research that foregrounds the agency of tasters and neglects the conventionalization of tasting norms and devices. The wine field has undergone a process of democratization typical of omnivorousness more broadly: former elite/low boundaries (operationalized in the article through the Old/New World dichotomy) are ignored, and a discerning attitude is encouraged for wines from a diversity of regions. Drawing on the magazines’ audience profile and market position data, and a content analysis of advertising and editorial content from 2008 and 2010, I examine the differences in the use of four legitimation frames (transparency, heritage, genuineness and external validation) for the provenance elements of Old and New World wines. The analysis suggests that the Old World – typically French – notion of terroir, on which the traditional Old/New World boundary rested, has been democratized through the particularities of provenance. Yet, the analysis also reveals continuing differences between the two categories (including greater emphasis on the heritage and external validation of Old World context of production, and on the transparency and genuineness of New World producers), and the preservation of established hierarchies of taste through the application of terroir to New World wines, which retain the Old World and France as their master referent.

ОСОБЛИВОСТІ ВИКОРИСТАННЯ МЕТОДУ КОНТЕНТ-АНАЛІЗУ ДЛЯ ДОСЛІДЖЕННЯ РЕКЛАМИ В ДРУКОВАНИХ ЗАСОБАХ МАСОВОЇ ІНФОРМАЦІЇ

У статті подано результати контент-аналізу масиву рекламнихповідомлень у глянцевих журналах, проведеного зметою визначення особливостей і потенціалу застосуванняконтент-аналізу для дослідження реклами в межах соціологічноїнауки. Об’єктом аналізу стали журнали: «Власть денег»,«Мой ребенок», «Малыш», «Наша свадьба», «Добрыесоветы», «Огородник». Результатом дослідження є висновокпро те, що контент-аналіз дає змогу зрозуміти тенденціївпливу реклами на сучасне суспільство, серед яких диференціаціяоб’єкта реклами за певними ознаками: віком, статтю,рівнем життя, характером зайнятості тощо. Контент-аналізнадає можливість виявити, яку саме «ідеальну картинку»створює рекламне повідомлення, які є моделі поведінки, архетипи,мотиви й цінності, що зустрічаються в друкованійрекламі й мають досить сильний вплив. Також з’ясовано,що контент-аналіз рекламних повідомлень, які відповідаютьпотребам і очікуванням споживача, дає змогу виявити, якізразкі прагнуть наслідувати сучасні українці, що є для нихідеалом життя. The article presents the results of content analysis of advertisementsin magazines. The research was conducted in order todetermine the characteristics and potential of content analysisapplications for the study of advertising within social science.The object of the analysis were the magazines “Vlast Deneg”,“Moy Rebionok”, “Malysh”, “Nasha Svadba”, “Dobryie Sovety”,“Ogorodnik”. The next conclusions were made. It was foundout that the content analysis allows to understand the impact ofadvertising trends in modern society, including the differentiationof the object of advertising by certain characteristics: age,sex, level of life, the type of employment and others. Contentanalysis reveals the features of the “ideal image” created by advertisingmessages as well as the behavior patterns, archetypes,motivations and values they are derived from the print advertisingand have a strong influence. Also, it’s found that the contentanalysis of advertisements that meet the needs and expectationsof consumers, can clear up the models that modern Ukrainianswould like to follow – so called ideal lifestyle.

Children’s Food and Beverage Promotion on Television to Parents

Nutritionally poor foods are heavily advertised to children on television. Whether those same products are also advertised to parents on television has not been systematically examined. This study is a content analysis of advertisements for children's packaged foods and beverages aired over US network, cable, and syndicated television for 1 year (2012 to 2013). The target audience of each advertisement was defined as children or parents based on advertisement content, where parent-directed advertisements included emotional appeals related to family bonding and love. Advertisement characteristics and patterns of airtime were compared across target audience, and the proportion of total airtime devoted to advertisements targeting parents was computed. Fifty-one children's food or beverage products were advertised over the study year, 25 (49%) of which were advertised directly to parents. Parent-directed advertisements more often featured nutrition and health messaging and an active lifestyle than child-directed advertisements, whereas child-directed advertisements more frequently highlighted fun and product taste. Over all products, 42.4% of total airtime was devoted to advertisements that targeted parents. The products with the most amount of airtime over the study year were ready-to-eat cereals, sugar-sweetened beverages, and children's yogurt, and the proportion of total advertisement airtime for those products devoted to parents was 24.4%, 72.8%, and 25.8%, respectively. Television advertisements for children's packaged foods and beverages frequently targeted parents with emotional appeals and messaging related to nutrition and health. Findings are of concern if exposure to such advertisements among parents may shape their beliefs about the appropriateness of nutritionally questionable children's foods and beverages.

Reflecting a diversified country: a content analysis of newspaper advertisements in Great Britain

Purpose – Identifying the protected characteristics under the Equality Act of the UK, the purpose of this paper is to discover the extent to which the protected characteristics are featured in British newspaper advertisements, as evidence of diversity and equality in the country. Design/methodology/approach – Content analysis of advertisements obtained from nine national newspapers of the UK collected over 12 months. The criteria used to select the newspapers were category, popularity (circulation figures) and the readership demographics (range and variety of the audience). Findings – Disabled individuals are under-represented in print advertisements, and so are close relationships between individuals of the same sex signifying a civil partnership (or sexual orientation). There seems to be an equal level of portrayal of males and females, though men still feature more in a business setting while women are seen more in home settings. Practical implications – The findings suggest opportunities for advertisers to integrate disabled individuals into their marketing campaigns, not just as a business strategy for targeted markets but as individuals in a diversified community. Lesbian, gay, bisexual and transgender (LGBT) people could also be featured in advertisements for products and services that couples usually buy together, for example, holidays and mortgages. Originality/value – This study expands on the existing study on the portrayal in advertisements of stereotypes of genders, different age-groups and ethnic minorities. The portrayal of disability, sexuality and religious beliefs were considered within newspapers in UK, bridging some crucial gaps and providing outcomes relevant to numerous types of stakeholders, including the brands, advertising industry and academic researchers.

What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption

While excess alcohol consumption remains one of the most pressing problems for government and society in many countries, the role of social marketing as a tool for shaping a responsible alcohol consumption culture has grown in significance. This research focuses specifically on the communication aspect of social marketing in the form of social marketing advertising. This study seeks to explore what types of approaches and messages are most prevalent in social marketing advertising campaigns that aim to minimise harm from excess alcohol consumption. This study applies the content analysis method to identify the main themes and messages in a sample of social marketing advertisements. A total of 14 social marketing advertising campaigns, including 29 advertisements, was identified. The analytical framework for this research included both positive and negative consequences of alcohol consumption, and two main social marketing advertising approaches identified in the literature: empowering and patronising. This study found that the patronising approach and a strong focus on the negative consequences of alcohol consumption are prevalent in contemporary social marketing campaigns aimed at minimising harmful drinking behaviours. Social marketing too often takes a patronising approach to encouraging behavioural change. More social marketing efforts should be directed towards identifying how to facilitate and support behaviour change through empowerment by providing consumers with alternative behavioural options. Copyright © 2015 John Wiley & Sons, Ltd.

Destination image repair during crisis: Attracting tourism during the Arab Spring uprisings

The Arab Spring uprisings received intensive coverage and had a negative effect on tourism to the Middle East. This study aimed to uncover media strategies used by Middle Eastern countries' marketers to restore a positive image in times of change and challenge and to bring back tourists, by analyzing marketing initiatives, media policy, crisis communication techniques and the components of advertising campaigns. Integrating theory and practice, and adopting the “multi-step model for altering place image,” the study applied qualitative content analysis of advertisements, press interviews, and global tourism news websites. Three types of strategies were used by marketers to restore a positive image: source, message and audience.